'Our Take On' is a new series where we explore the finer details that go into making a great website.

Over the next few weeks, we’ll be discussing everything from content, imagery, knowing your audience and how to engage with certain demographics.

This week…

Content with Clout; Writing Copy to Increase Sales

The importance of writing great product descriptions is often overlooked. The quality of a product description can be a key purchasing decision for many shoppers and to undervalue such an important element could have a negative impact on sales.

Descriptions should meet the expectations of users interested in a product, with the most important information being readily available; eye-line is buy-line!

Whether your product has unique features or solves a particular problem, your website should present engaging copy that instils confidence and answers any and all decision-making questions.

Competition is high in the world of eCommerce; users are looking for great, not good, and your product page should be delivering a shopping experience that will make customers want to return.

We’d think twice about uploading images that were out of focus or poorly lit, so why are product descriptions, the main sales message on the page, often seen as an afterthought?

Short, Sweet & Scannable

You don’t need to write a novel for every product; short, punchy paragraphs allow for information to be absorbed quickly. Most users scan through content, so bullet points with key USP’s work great and allows the user to see those all-important stats to encourage them to hit the all-important ‘Buy’ button.

Storytelling

Does your product have something unique and interesting to say? If so, tell people about it. Customers find a backstory endearing; how your product was conceived, where it was made, the problems it set out to solve. Personality is persuasive online; people buy from people, and in the faceless world of web, a backstory puts a face to the brand and can make people warm to what you’re trying to sell them.

Brag about it

If your product has something worth bragging about; the slightest edge that makes it better than the rest, then make sure people know about it. Awards, reviews, quality of materials used; these are badges of honour and should be front and centre to make your product pop.

Getting technical

For consumer goods like electronics, the devil is definitely in the detail. Shoppers compare specs when making expensive purchases; the more detail you can provide gives a user confidence that you’ve done on your homework on what you’re selling. People are persuaded by different product features, so don’t miss a deal-breaking detail that may be found on a competitor’s site.

Knowing for your audience

Your contents tone-of-voice should reflect both what you’re selling and who you’re selling to. If a product is playful, then tailor the copy accordingly; make it light-hearted and humourous. If it’s a professional service, then speak with authority and experience.

It’s also important to understand who your ideal buyer is. Appealing to a broad audience can dilute your message, so address your perfect customer directly, and personally.